Description

This senior, hands‑on commercial operator is responsible for translating strategy into execution across new channels and strategic partnerships, ensuring initiatives move from concept to launch to scale. The role owns product packaging, positioning, launch, and scaling across defined distribution channels, working closely with General Managers to deliver operationally sound and economically viable commercial programs.

The VP partners with General Managers to shape product‑channel mixes, design onboarding and enablement models, and drive co‑marketing and demand‑generation efforts. They also lead cross‑functional collaboration, establish performance metrics, and drive operational excellence throughout the end‑to‑end channel experience.

• Define and operationalize long‑term channel distribution strategy across direct, partner‑led, hybrid and emerging channels.
• Assess channel opportunities based on time horizon, scalability, capital efficiency and independence.
• Identify, structure and negotiate high‑impact strategic partnerships aligned with the product roadmap.
• Act as internal quarterback for complex partnership launches, maintaining accountability and momentum.
• Translate industry trends and competitive dynamics into commercialization priorities.
• Serve as embedded commercial counterpart to General Managers, integrating customer insights into planning and pricing.
• Shape product‑channel mix, determining optimal packaging, positioning and pricing for each channel.
• Design and evolve channel onboarding, enablement and operating models to promote self‑sufficiency.
• Develop co‑marketing frameworks and sales‑enablement initiatives to generate qualified leads.
• Drive P&L performance across distribution channels, establishing metrics to optimize CAC and ROI.
• Lead cross‑functional collaboration with Sales, Marketing, Product, Finance and Operations to embed channel requirements into product development.
• Identify gaps in the end‑to‑end channel experience and implement disciplined execution, including scaling or sunsetting low‑signal motions.

Requirements

The Vice President, Product Commercialization role is based in Charlotte, NC (remote acceptable) and reports to the President & Chief Revenue Officer. Regular travel is required to support channel and partnership initiatives.

• Possess 10+ years of progressive experience leading channel strategy, commercialization or go‑to‑market functions in growth‑stage or scaled organizations.
• Demonstrated record of meeting aggressive growth targets while reducing Customer Acquisition Costs.
• Experience designing and scaling repeatable, independent channel distribution models and partnership programs.
• Ability to build product‑channel matrices and launch co‑marketing strategies that drive measurable lead generation and revenue uplift.
• Skilled at creating performance frameworks and using data‑driven insights to optimize channel economics.
• Strong collaboration and influence skills across Product, Engineering, Sales and Legal teams.
• Advanced negotiation and executive communication abilities to convey complex value propositions.
• Market‑expert mindset with agility to pivot strategies based on emerging trends.
• Bachelor’s degree in Business, Marketing or related field; MBA or advanced degree preferred.
• Proficiency with CRM (e.g., Salesforce), PRM platforms and data‑visualization tools.

Benefits

The company values its employees as its most valuable resource, fostering a promote‑from‑within culture that emphasizes talent development, career growth, and purpose‑driven work. Palmetto provides a comprehensive benefits package that includes unlimited PTO, medical, dental and vision coverage, paid parental leave, retirement plans and more, supporting both personal and professional well‑being.

Training + Development

Interview process

Visa Sponsorship

Security clearance